During a survey among chief marketing officers (CMOs) from for-profit companies in the United States concluded in March 2024, they reported that, on average, corporations selling consumer packaged goods (CPG) allocated approximately 17.51 percent of their total budgets to marketing expenses. The retail wholesale and the banking, financial, and insurance segments followed, with shares of about 13.6 and 13.3 percent, respectively.
The CPG market on the spotlight
CPG marketing promotes perishable consumer goods such as food, beverages, or household products. As these items are used and replenished regularly, the CPG industry is known as a highly competitive playing field, and brands rely on effective marketing campaigns to stand out among the crowd.
Top advertising spenders
Amazon was the top advertiser in the U.S. in 2022, with over 13 billion U.S. dollars in spending. Procter & Gamble was the leading advertiser from the CPG industry that year, which comes as no surprise considering the conglomerate's size and extensive brand portfolio. Many of the world’s most popular cleaning and personal care brands, such as Pampers, Braun, Gillette, and Pantene, fall under the P&G umbrella, making the company a multinational CPG giant.
Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry
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The CMO Survey. (April 24, 2024). Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry [Graph]. In Statista. Retrieved November 02, 2024, from https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com
The CMO Survey. "Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry." Chart. April 24, 2024. Statista. Accessed November 02, 2024. https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com
The CMO Survey. (2024). Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry. Statista. Statista Inc.. Accessed: November 02, 2024. https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com
The CMO Survey. "Marketing Expenses as a Percentage of Companies' Overall Budgets According to Cmos in The United States as of March 2024, by Industry." Statista, Statista Inc., 24 Apr 2024, https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com
The CMO Survey, Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry Statista, https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com (last visited November 02, 2024)
Marketing expenses as a percentage of companies' overall budgets according to CMOs in the United States as of March 2024, by industry [Graph], The CMO Survey, April 24, 2024. [Online]. Available: https://www.statista.com/statistics/742988/marketing-budget-share-category-usa/?utm_campaign=the-strategic-importance-of-knowing-your-numbers&utm_medium=referral&utm_source=marketing-chronicles-newsletter.beehiiv.com